Tomorrow, Wednesday July 9th , 2014, during the 5th stage of the Tour de France starting off from Ieper, Omega Pharma-Quick – Step Cycling Team will commemorate the memory of all those fallen in the First World War. The official logo for the centennial of the Great War, featuring a poppy, will in fact appear on the sleeves of the team’s racing jerseys exclusively to mark this special occasion. The emblem of the poppy was chosen as a symbol for the end of the First World War because these were the flowers that grew all across some of the bloodiest combat zones in the fields of Flanders during the war. The colour red symbolizes the blood spilt in those nefarious days.

”Especially in Belgium this stage will largely be associated with the fact that the Great War (1914 – 1918) was fought in this region precisely 100 years ago” OPQS CEO Patrick Lefevere said “This tragic War is still part of everyday life for a large number of people in West Flanders. Our team is Belgian based, our headquarters is located in Wevelgem, in the heart of Flanders; this is why we decided to show our respect to the soldiers fallen in those battles, whatever their nationality. 100 years after these facts our team has an international dimension representing 13 countries. Sport has always been an instrument of unity, not division. We hope this small gesture of ours can contribute to the remembrance of one of the worst human tragedies that left a deep scar across our lands.”

On its sides the jersey will also feature the hashtag #wedonotforget, which for the occasion will substitute the athletes’ twitter accounts and will be used consistently in the OPQS social media campaign that will be activated during the stage.